Avicii Lands Ralph Lauren Endorsement Deal: Will EDM Jeans Include a Molly Pocket?

Keep New Times Free
I Support
  • Local
  • Community
  • Journalism
  • logo

Support the independent voice of Miami and help keep the future of New Times free.

Ralph Lauren and denim are arguably two of the most American facets of ready-to-wear designer clothing.

But in a surprising move, the company that brought country club duds to prominence in the late 1960s has gone Swedish. In fact, they've gone Swedish house.

According to Rolling Stone, "Swedish mega DJ/producer Avicii" will be featured on a new Ralph Lauren ad campaign later this summer that'll debut on the company's Denim and Supply website.

This week, Avicii will film the "video element" of the Ralph Lauren Denim and Supply ad in New York City. The spot, co-produced by the Swede, will feature a new track and "some of the DJ's biggest fans for good measure."

The 22-year-old superproducer recently made headlines after Madonna dropped an ecstasy reference while introducing his Ultra Music Festival set. Her appearance seemingly pissed everyone off, including Deadmau5 and Paul van Dyk who criticized Madge for babbling about drugs at an electronic music festival.

Wait till they find out that Ralph Lauren's EDM-inspired blue jeans include a Molly pocket.

Avicii's Le7els. Friday, June 8. American Airlines Arena, 601 Biscayne Blvd., Miami. The show starts at 8 p.m. and tickets cost $37.50 to $90.75 plus fees via ticketmaster.com. Call 786-777-1000 or visit aaarena.com.

Follow Crossfade on Facebook and Twitter @Crossfade_SFL.

Keep Miami New Times Free... Since we started Miami New Times, it has been defined as the free, independent voice of Miami, and we would like to keep it that way. Offering our readers free access to incisive coverage of local news, food and culture. Producing stories on everything from political scandals to the hottest new bands, with gutsy reporting, stylish writing, and staffers who've won everything from the Society of Professional Journalists' Sigma Delta Chi feature-writing award to the Casey Medal for Meritorious Journalism. But with local journalism's existence under siege and advertising revenue setbacks having a larger impact, it is important now more than ever for us to rally support behind funding our local journalism. You can help by participating in our "I Support" membership program, allowing us to keep covering Miami with no paywalls.

We use cookies to collect and analyze information on site performance and usage, and to enhance and customize content and advertisements. By clicking 'X' or continuing to use the site, you agree to allow cookies to be placed. To find out more, visit our cookies policy and our privacy policy.